It’s not about your attention span, but what can hold your attention.
Matching the reader’s language makes it easier for them to get your message.
To reach your reader, you need to get inside their head and feel what they feel.
Christmas copy puns can be cringeworthy, but if they’re actually linked to the product, they can still work.
The way Jacob Rees-Mogg uses language is just as important than what he actually says.